Ferran Adrià encouraged Andorra to express its culinary identity, plan ahead, and promote itself as a tourist destination

Restless, creative, and capable of dismantling any categorical statement with a question, Ferran Adrià has been rightfully honored with the Andorra Taste Award in this 2025 edition. The award ceremony was presided over by the Minister of Tourism and Commerce of the Government of Andorra, Jordi Torres, and also featured Benjamín Lana, General Director of Vocento Gastronomía, who reminded the audience that Adrià is not only the chef who revolutionized global cuisine by bringing it into modernity, but also “the most influential Spanish personality in the world in the past hundred years.”

Currently a professor and member of the advisory board of the Madrid Culinary Campus (MACC), the chef pointed out several important steps that Andorra must take to establish itself as a gastronomic destination. “First of all,” he said, “you have to plan, be willing to invest and work, and seek your own culinary identity.” 'You have to work with data, because that data will enable you to take action later, and you have to look around. France is a model of how to do it right. In Andorra, you have the opportunity to develop a plan, and you must do so. According to figures from Spain, gastronomy now accounts for over 28% of the country's economy. Therefore, gastronomy plays a strategic role in politics, even though it is not discussed at conferences.”

Adrià emphasised the importance of planning and investing wisely, using Thailand as an example. He said that Thailand is now the “hottest” country on the gastronomic scene, ahead of Peru and Denmark. Last year, he added, Thailand invested $20 million in promoting its cuisine, and this has been reflected in its ranking because, he said, "to be number one in the world, you have to invest".

For Adrià, the roadmap for establishing a gastronomic destination starts with a plan. Just as a restaurant has to create a business plan and understand its target audience and offerings, a destination must do the same and start by identifying its gastronomic identity.”

In this regard, he pointed to his collaboration with Vocento Gastronomía in developing a strategic plan for Andorran gastronomy. ‘It is a fundamental tool, and the base document will probably reiterate many of my points,’ he added.

On a culinary level, Adrià believes that this work must begin by defining the gastronomic identity. ‘What is Andorran cuisine? Is it what is eaten in Andorra, or is it traditional Andorran cuisine?’ he asked, adding: First, we must take a look at history, establish what traditional Andorran cuisine is, and use it as a basis for creating a cuisine that is both familiar and creative.’

Previous winners of the Andorra Taste Award include another leading figure in Catalan and world cuisine, Carme Ruscalleda, as well as two internationally renowned chefs: The Frenchman Michel Bras, a pioneer of haute cuisine using vegetables; and Gastón Acurio, who promoted traditional Peruvian cuisine to the whole world.